Octopus Energy Italy case study | Kraken

Disrupting a traditional energy market

Octopus Energy Italy supplies 100% renewable electricity and gas to 1 million customers

A pink octopus plush toy with big eyes and a smile sits on a table.

Successfully scaled no. of supply points 12x in 28 months

A universal agents model and AI toolkit have sped up service

Octopus Energy Italy is consistently rated ‘Excellent’ on Trustpilot

Octopus Energy entered the Italian market in June 2022, following the acquisition of SATO in November the year before.

The Italian business inherited Kraken’s cloud-based operating system as part of the package, and has since snowballed – growing from 77,000 customers in January 2024 to 1 million customers just over two years later.

Helping agents become problem solvers

With the right ops model

Adopting ‘universal agents’ has meant dissolving silos within the business and empowering any customer service agent to investigate and resolve any customer query from start to finish.

This service model is a cultural shift that was facilitated by Kraken’s intuitive tech and spearheaded by internal teams. The result is more streamlined operations and a boost in satisfaction for both customers and service agents.

Flat illustration of a customer support agent with a headset typing at a computer.

We embraced Kraken for all that it can offer: the software and the operating model together. Kraken enables our service team to become energy specialists, taking full ownership of the customer journey while delivering excellent customer service.

Alma Sefiu, Head of Operations

With the right customer data

Kraken Customer gives teams full visibility of every customer’s interactions, details and account data, making it easier to join the dots on complex issues like billing. All teams have access to live feedback in Kraken (including Trustpilot reviews) so they can respond faster to common complaints and dial service up in the specific areas it makes the biggest impact.

What Kraken does is truly align with how Octopus operates: customer first. In a legacy system, you might not even know where the customer lives or when their birthday is. In Kraken, that customer information is right there in one place. That helps our teams deliver meaningful, delightful service.

Mariapaola Burrelli, Technical Project Lead

With the right AI tools

Octopus Energy Italy has equipped its teams with Human Assist, a suite of AI tools designed to speed up delivery of their signature service style.

Companion gives energy specialists a live co-pilot while answering customers, and Magic Ink generates draft messages for the team to edit and send – rather than starting from scratch every time.

Thanks to Magic Ink we are much faster in responding to our customers, especially during busy periods. It really changed the way we respond to customers.

Alma Sefiu, Head of Operations

ResultsResults

88%

best-in-class Customer Happiness Index scores across phone and email

10%

lower customer contact rate

55%

drop in failed payment rate, thanks to better targeting and credit profiling

1.6x

faster complaints resolution

88%